oa Journal of Marketing - The secret to becoming a fortress brand : advertising

Volume 2008, Issue 08
  • ISSN : 1811-9565



The single biggest problem that still confronts marketers is trying to understand how and why their customers do simple things and what impact this ultimately has on their buying decisions. Says one leading FMCG brand manager : "I actually wish I'd studied psychology. It would give me far better insights into how my target market is thinking on any given day and any given hour in the day. The insight into human behaviour and decision-making is the most important link a brand custodian has into their customer."

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